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Meltin’Pot launches customizing concept at La Rinascente

by Maria Cristina Pavarini — April 05, 2016

Italian denim brand Meltin’Pot has just opened its new shop-in-shop concept Meltin’Pot by You-Customize Your Style at Annex, streetwear and sportswear area of the La Rinascente department store in Milan, located in Piazza Duomo.

The new project, created in collaboration with IED (Istituto Europeo di Design) school’s fashion division, recreates a design laboratory where any client buying jeans can receive free styling advice and a customization service by designers who graduated at IED in Fashion Design and as a Fashion Stylist.

The shop hosts a selection of Meltin’Pot women’s denim collections, mood boards, work tables, embroidering experts, tailoring tools and machines that recreate the environment of a true design office.

Meltin’Pot by You garment detail

The Meltin’Pot by You area offers consumers custom-made service on both purchased products and own jeans – no matter whether they are Meltin’Pot products or not. Each garment can be embellished with embroideries, rivets, studs, patches, prints, rhinestones and other decorations. Each garment can also be changed in terms of style and silhouette: it can not only be enlarged, tightened or shortened but can also be transformed into a completely different new garment –a pair of jeans can become a skirt, a jacket or a vest.

“Meltin’Pot by You at La Rinascente represents a new concept space for selling and establishing new relationship with women consumers,” commented Marta Carichino, marketing manager, Meltin’Pot. “Here we have literally reproduced our own design office. Thanks to designers-salespeople our customers can be advised and helped making their ideas come true. Meltin’Pot by You will offer always new jeans customization services thanks to newly discovered decoration, embroidering, printing and handmade craftsmanship techniques. Our aim is to offer some real true alternative to series-made uniform fashion products offered by vertical chains. We are proud of this project originating from Romano, a long time Italian expert in the denim market most recognized for its know-how and expertise.” Romano Spa, the company that owns and produces Meltin'Pot, exists since 1986 - in the past, it has produced jeans and casual trousers for many brands including Levi's, Notify and many others.